"Small business digital marketing as a necessity for success"

Pashovska, Silvana and Kareska, Katerina "Small business digital marketing as a necessity for success". In: International scientific conference Marketing association 2023, 04.08.2023, Skopje,R.N.Macedonia.

Text Conference-Marketing Association 2023( Pashovska-Kareska)04.08.2023.docx - Published Version Download (1MB)

Abstract

In today's dynamic and unpredictable conditions of operation and functioning, micro and small business companies are treated as key initiators of innovation, drivers of employment and social integration. are most sensitive to turbulent changes in the business environment. These companies, from the point of view of the implementation of the marketing concept and the development of entrepreneurship, both at the global and regional level, face a lower or greater exposure to market fluctuations under the influence of various factors. The changes necessitate the treatment of marketing as a dynamic, rather than a static category, with the ultimate goal of convincing consumers to orient themselves towards a market offer that will refer to the placement of more competitive products and services. Due to the strong and unequal competition from large and financially strong companies, it is necessary to constantly innovate and introduce new products and services in the production programs of small companies. The risk of changes in the market both in terms of supply and demand can be minimized only if small firms create and apply innovative and creative strategies based on information and knowledge of the market. Entrepreneurs, like their founders and owners, usually have limited resources, which is why only a small number of businesses manage to survive and develop over a long period of time. In the beginning, only those who base their strategy on the marketing concept succeed: to meet the needs of consumers and achieve competitive success in the market. Without marketing, it is not possible for any enterprise to achieve market success.
Satisfying the global needs of consumers by applying a marketing concept represents one of the essential factors for competitive success and the basis for positioning companies, regardless of the nature of their activity or size. However, the challenges in this sense are greater for small firms, if a number of factors in the narrower and wider environment are taken into account.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions:	Scientific Tobacco Institute
Depositing User:	Prof. d-r. Silvana Pasoska
Date Deposited:	01 Nov 2024 11:11
Last Modified:	01 Nov 2024 11:11
URI:	https://eprints.uklo.edu.mk/id/eprint/10193

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